Winter Love! Austria launches biggest-ever campaign to invite winter holidaymakers

The national body that promotes the travel and tourism sector in the country, Austrian National Tourist Office (ANTO) has unveiled the new ‘Winter Love’ campaign. The tourist office’s biggest ever campaign invites winter holidaymakers to experience the joys of Austria.

‘Winter Love’ aims to showcase what can be found in every corner of Austria, and with winter holidaymakers still eager to travel, spotlights the nation’s safety strategy in light of Covid-19. Lisa Weddig, CEO of ANTO commented: “For the first time, we are collaborating with the regional tourism organisations to send one joint clear and comprehensive message for the winter. We want to reignite our visitors’ passion for the winter by sharing our Austrian hosts’ love of winter with them. And of course, along with our regular visitors, we also want to attract new target groups by showing just how much Austria has to offer in winter.”

The campaign’s key draw is Austria’s impressive range of winter activities, including skiing, snowboard and freeriding. Austria, with 50% of the market share, remains Europe’s leader for winter sports. Away from the slopes, the office hopes to draw focus to its more relaxing options- from Christmas markets, to city sightseeing, to soaking in the nation’s spa culture.

“This ambitious campaign is also a response to the current situation and trends arising from the coronavirus crisis,”  added Weddig.

Countryside escapes have grown all the more popular since the pandemic began, and Austria’s snowscaped surroundings are ideal ground for hikes and walks. With health and sustainability also brought to the forefront, locally produced food and drink experiences are also key.

Regions away from the winter sports offerings, such as Vienna, Graz and Salzburg, are key to the campaign, as guests seek out the Christmas markets, coffee houses and cultural experiences Austria is known for. Hidden regions such as Lower Austria, Styria and Burgenland come alive with winter wildlife and a slower pace of life that is likely to attract guests looking for a leisurely winter escape with winter hikes and snow-covered strolls a hit. Tyrol, Vorarlberg and SalzburgerLand are known for vast ski resorts, but hidden treats are their traditions, cultural offers and hospitality.

New offerings for this season include the ‘Panorama Link’ connecting Flachau/Wagrain and Flachauwinkl/Kleinarl in SalzburgerLand and a connection from valley to mountain station in Kreischberg resort, Styria, with 161 modern 10-seater cabins awaiting.

The office’s recent survey found a eagerness to travel this winter was matched by confidence, with firm plans being made.